Jennifer LeClerc
Creative Director
Consumer Focus Marketing
Marketing Strategy
Plan Your Fall Marketing Now,
Before You Get Too Busy
When it comes to managing your oil, propane
or energy company, we’re willing to bet you
use some type of schedule or calendar to keep
track of your to-dos and operations. Why not utilize the
same strategy when it comes to planning your marketing?
Planning ahead takes stress off your plate and
optimizes your schedule to help you reach your goals.
þProactively Address Fuel Prices
Prices are extremely volatile lately, and customers
expect you to promote how you’re doing your best to
offer competitive pricing. Communicate honestly and
openly about what your company is doing in response
to surging fuel prices and offer alternative solutions to
make fuel prices more manageable like signing up for
a budget or pricing plan. Emphasize that, while fuel
prices are out of your control, you’re doing everything
you can to make their cost as fair as possible. Successfully
communicating these details will prevent your
hard-earned customers from shopping around this Fall.
Come up with a clear, concise and authentic message
and work that into direct marketing pieces like email
marketing or a seasonal newsletter, where customers
expect to get important updates from your company.
þFill Job Openings with a Streamlined
Hiring Process
If you’re looking to find qualified candidates to fill
driver and technician roles, now’s the time to hire.
Don’t wait until delivery requests start rolling in by the
dozen to start looking for seasonal drivers. Companies
like ours can create, optimize, post and monitor your
job ads to maximize the number of qualified inquiries
you receive.
þSet Goals for the Season and Focus
Your Marketing Efforts
Outlining objectives for the year will give you something
to focus your marketing efforts on. You can do
this yourself or outsource to a qualified marketing company
that can use its experience and staffing to take
these important responsibilities off your plate.
Start by taking a step back. Ask, what are our top two
goals for this season? Maybe you’re looking to expand
your customer base in a specific area, or you’d like to
increase service plan enrollment.
Identifying measurable goals will help your Fall
marketing strategy take shape. From there, you can
consider your audience, the best channels to utilize and
the most effective messages to appeal to your targets.
Some examples can be:
• Target existing customers to increase service
plan enrollment through an email marketing
campaign.
• Expand your customer base in a specific town
with targeted social media and pay-per-click
advertising.
• Increase traffic to your website by refreshing
its design, updating programming and incorporating
more SEO-friendly content.
Keep this checklist handy when planning your Fall
marketing strategy and you’ll be able to go into the busy
season with clear goals and a focused plan to get significant
results. ICM
Visit ConsumerFocusMarketing.com to learn more.
20 ICM/September/October 2022